Puma shares dive after warning of full year loss

Puma’s shares were seen down around 20% in early trade on Friday after the German sportswear brand slashed its full-year outlook and posted weaker-than-expected quarterly results on Thursday, citing currency headwinds and impacts from US tariffs.

The company now expects to report an earnings before interest and taxes (EBIT) loss for 2025.
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It also expects annual sales to decline by a low double digit percentage, having previously forecast of low-to mid single digit-growth.